When Peacock became the streaming hub for the Tokyo Olympics in 2021, it didn’t quite go to plan, with users complaining about limited viewing options and a glitchy interface. It was, to quote NBCUniversal Media Group chairman Mark Lazarus, a “big digital middle finger,” as well as a microcosm of Peacock’s early days: a streamer that had yet to find its footing. Fast-forward to the summer of 2024, and Peacock’s coverage of the Paris Olympics was a rousing success on multiple fronts. For one, you could watch any event on the platform in addition to Gold Zone, which was basically the Olympian equivalent of NFL RedZone. More importantly, Peacock’s viewership rose by one-third in July, the highest growth for any streaming service that month. By any measure, Peacock delivered on the big stage.
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